Click fraud is a billion-dollar problem for advertisers. As digital marketing ad spending increases, so does the impact of click fraud, which cost businesses a whopping $61 billion in 2022.

While ad networks have measures in place to detect invalid clicks and reimburse advertisers for them, it’s not always enough. There are still millions of dollars owed to advertisers as a result of click fraud.

In this article, we will cover how to detect and prevent click fraud in 5 steps.

How To Detect Click Fraud

Detecting click fraud can be easy or challenging, depending on the type of click fraud you’re experiencing. First, understand that click fraud can come in many different forms:

• Bad actors, including your competitors, for example, can click on ads to drive up your ad costs.
• The third-party websites your ads are on in the display network can engage in click fraud because the publishers make a cut for each click.
• Sophisticated software such as malicious click bots is another form of automated click fraud.
• Mobile click fraud includes click injection, where a bad actor wrongly gets credit for an app download.

If you spend the time looking into your ad account, you can likely spot click fraud if you have:

• Consistent ad traffic from certain IP addresses without conversions
• Performance data anomalies, such as higher bounce rates, a sudden increase in ad spend or lower time on site
• An increase in ad clicks or impressions without conversions
• More ad traffic but less subsequent page views on the site

While ad networks like Google Ads do what they can to stop this activity, it’s not a perfect approach.

How To Prevent Click Fraud

Click fraud is, unfortunately, the risk that advertisers take as they reap the rewards of digital advertising. That said, there are ways to mitigate this risk. Here are five things you can do to prevent click fraud:

1. Monitor Activity

Look for anomalies, as mentioned in the previous section, and try to follow the data back to the culprits.

For example, you can use data like the IP address. IP addresses can be retrieved from server logs. The server log will also have a timestamp for the visit on the page, and some web analyzer software will let you see if the IP visited subsequent pages. This may indicate a real user instead of a fraudulent one or a bot. Fraud usually involves clicking the ad, then leaving immediately. Once you identify IP addresses that are suspect, you can use sites like WhatIsMyIP.com to see where the IP originated from. Note that tools used by bad actors can deploy more sophisticated methods such as IP hopping, which makes this harder to detect.

2. Implement IP Exclusions

If you think a certain IP address is causing click fraud on your account, you can exclude it. Excluding the IP will block ads from being served to the person at that IP address moving forward. This is a tough decision in some cases because you don’t want to cut off showing your ad to your target audience in a location that is important to you. Ad networks like Google have a way to get support with click quality if you need some help figuring it out.

3. Adjust Location Targeting

You may notice that click fraud occurs from a certain geographic location. And that location may not be where your audience is.

For example, click farms often exist in certain parts of the world where labor is cheap. Or the click fraud may be coming from a certain ZIP code in the U.S. Adjusting your location targeting to exclude those areas from seeing your ads can help.

4. Confirm Budgets

You want to be sure that your budget caps are in place so you don’t get charged more than you can handle if bad actors try to run up your bill. Ad networks like Google should reimburse you for invalid or fraudulent clicks. You can see how Google tracks invalid clicks by heading to your “campaigns” tab while you are signed into your Google Ads account. If you don’t see this data, you can set it up by going to campaigns > modify columns > invalid clicks.

5. Invest in Third-Party Software

The reality for many is they simply don’t have time to dig into click fraud manually. That’s where a nice click fraud tool comes in handy. This can be especially helpful when dealing with some of the more sophisticated methods of click fraud. ClickCease, Fraud Blocker and ClickGUARD are just some of the tools available.

Detecting and preventing click fraud takes diligence, but the effort will safeguard your digital advertising investment.

At Bruce Clay Inc., we provide pay-per-click advertising management services for search and social. Find out more about our PPC services or contact us for a free quote today if you’d like to talk about how we can help you improve your ad performance.

FAQ: How can I prevent click fraud and protect my ad budget?

Click fraud poses a significant threat to businesses, potentially draining their ad budgets and diminishing the return on investment (ROI). Here is what you can do to prevent click fraud and fortify your ad campaigns.

Understanding Click Fraud

To combat click fraud effectively, it’s crucial to understand what it is. Click fraud occurs when individuals or automated bots maliciously click on your online advertisements. This inflates your advertising costs, skews data and hinders genuine engagement. Monitoring your ad campaigns closely is the first step to detecting click fraud.

Identifying Click Fraud

To protect your ad budget, you must become adept at recognizing click fraud patterns. Tools like Google Ads’ Click Fraud Report can help you spot irregularities in your click-through rates. Analyze IP addresses, time patterns and user behavior to identify fraudulent clicks. The more you understand the enemy, the better you can combat it.

Preventive Measures

Preventing click fraud requires a multi-pronged approach. First, implement strong filters to block known malicious IP addresses. Secondly, consider using click fraud prevention software that can identify and block suspicious clicks in real time. Lastly, geo-target your ads to focus on genuine potential customers rather than casting a wide net.

Optimizing Your Ad Campaigns

A well-optimized ad campaign is less susceptible to click fraud. Regularly review and refine your keyword list to target the right audience. Use negative keywords to filter out irrelevant traffic. Employ ad scheduling to target your audience during peak hours when real customers are more likely to engage.

Preventing click fraud is essential to protecting your ad budget and ensuring a healthy ROI. By understanding click fraud, identifying fraudulent activity, implementing preventive measures and optimizing your ad campaigns, you can fortify your digital marketing efforts and safeguard your hard-earned money.

Step-by-Step Procedure for Click Fraud Prevention:

1. Familiarize yourself with click fraud and its potential impact on your ad budget.
2. Monitor your ad campaigns closely to detect irregular click-through rates.
3. Utilize tools like Google Ads’ Click Fraud Report to identify patterns of suspicious activity.
4. Analyze IP addresses, time patterns and user behavior to spot fraudulent clicks.
5. Implement strong filters to block known malicious IP addresses.
6. Consider using click fraud prevention software for real-time detection and blocking.
7. Geo-target your ads to focus on genuine potential customers.
8. Review and refine your keyword list to target the right audience.
9. Use negative keywords to filter out irrelevant traffic.
10. Employ ad scheduling to target your audience during peak hours.
11. Stay updated on industry best practices and evolving click fraud tactics.
12. Continuously monitor the effectiveness of your preventive measures.
13. Adjust your ad campaigns to adapt to changing click fraud patterns.
14. Educate your team about click fraud and the importance of vigilance.
15. Maintain open communication with your ad platform provider and ask for their assistance in identifying and preventing click fraud.
16. Keep detailed records of suspicious activity and report them to the appropriate authorities or your ad platform provider.
17. Regularly assess the ROI of your ad campaigns to ensure that preventive measures are working effectively.
18. Fine-tune your ad budget allocation based on the insights gained from monitoring and analysis.
19. Consider consulting with experts in click fraud prevention for additional guidance.
20. Stay proactive and adaptive in your approach to click fraud prevention as new threats may emerge over time.

The post How To Detect and Prevent Click Fraud in 5 Simple Steps appeared first on Bruce Clay, Inc..

Whenever you talk about bidding on branded terms, an obvious question tends to come up: Why pay for clicks when our company website already shows up as No. 1 in the organic search results for our name?

OK, OK, so if you are the only ad and you are also No. 1 in the organic search results, it can be a huge waste of money to buy branded pay-per-click advertising. (I’ll touch on that dilemma at the end of this article.) But for all other scenarios, it’s worth checking out.

Here are three reasons you want to bid on your branded search terms in PPC:

1. 1. Show up so your competitors don’t
   2. Get more visibility in the search results
   3. Control the messaging

FAQ: How can I effectively enhance my brand’s online presence using branded keywords in PPC?

We’ll cover those first, and then I’ll touch on how to control wasted ad spend related to bidding on your branded keywords.

1. Show Up So Your Competitors Don’t

One of the first arguments for bidding on your branded terms is because your competition can. Yes, your competitors can and will bid on your company name and your branded keywords so that their ads show up when someone searches for your business, product, etc.

And then, they can steal your traffic and business. People might click on your competitors’ ads for many reasons.

Maybe they are multitasking and just select the first result without looking closely. Maybe they don’t know it’s an ad and think it’s an organic listing instead. Or maybe the competitor’s ad points out your shortcomings, persuading a thoughtful searcher to visit their website instead.

Whatever the issue, you want to be sure your company is showing up for a search on your brand. Case in point: A search for the branded term “quickbooks” is stuffed with competitors’ ads.

By the way, you can find out who is bidding on your branded terms in Google Ads. Once you have a branded campaign, navigate to your Google Ads account > Auction Insights. When you know who is bidding on your terms, you can plan a counterattack.

If you feel the competition is infringing on any trademarks, you can file a complaint with Google Ads here. And if they are violating Google Ads policies, then you can also report the ad. Or, you can simply reach out to the competitor and have a conversation.

2. Get More Visibility in the Search Results

The organic “blue links” represent only one area of the search results page that you want to own for your branded terms. The more you can show up in the search results, the better! Ranking with SEO and running a PPC campaign simultaneously can reinforce brand awareness and increase conversions.

For example, the search below returns both organic and paid results owned by the brand:

For more on this concept, check out our article on how to have a whole-SERP SEO strategy.

3. Control the Messaging

When someone searches for your brand name, and your website shows up in the organic search results, the displayed snippet is usually pulled from your homepage’s meta data. While you do have control of what you put in your meta data, you don’t always have control of how Google will display it.

Not only does an advertisement give you a lot more control over the messaging, but it also gives you a chance to play with more compelling ad copy than you might want in your homepage’s meta tags.

Here’s an example of how an ad can really make up for the lackluster organic listing of a popular shoe company:

For more on how meta tags actually work, check out our beginner’s article on meta tags.

Don’t Waste Money by Bidding on Branded Keywords

Alright, so we’ve covered the reasons why bidding on your branded terms is a good idea. But when is it a bad idea?

If you have the only ad showing on the search results page AND you are the No. 1 organic result — that’s when you shouldn’t pay for PPC.

That scenario can result in thousands or millions of wasted ad spend dollars per year, depending on the size of your traffic. (Side note: It looks like the Whole Foods example above currently falls into this category.)

So, what to do? Try doing a quick search with your brand name here.

If you see that you have the only ad followed by the top organic result, then you need some way of mitigating the cost of people clicking on your ad and wasting a lot of your money. Since ads change all the time, this could require some diligent monitoring.

There are tools out there that can help with this; in fact, we deploy one of them as an extension of our PPC services.

The tool we use figures out if you have the only PPC ad and if you are also the first organic result. It then tells Google Ads not to show the ad on the results page for that query. That way, the user never sees it, and you don’t waste ad spend.

This is the kind of thing you need to do to manage wasted ad spend related to bidding on your branded keywords.

At the end of the day, you want to have more control over how your brand shows up on the search results page. Bidding on branded keywords in your search advertising campaign is a no-brainer — so long as it doesn’t end up wasting money.

At Bruce Clay Inc., we offer expert PPC services that focus on reducing waste and maximizing return for your advertising budget. Contact us today for a free quote.

FAQ: How can I effectively enhance my brand’s online presence using branded keywords in PPC?

Branded keywords can help your brand increase visibility online and its impact. Here’s how you can do it efficiently.

Regarding brand recognition, PPC campaigns serve as a dynamic tool. You secure prime real estate in search engine results by bidding on branded keywords. This ensures that your brand appears at the forefront when potential customers search for your offerings. It’s not just about dominating the space; it’s about strategic positioning.

One of the most crucial aspects of utilizing branded keywords in PPC is countering competition. Your competitors will likely bid on your brand terms to redirect traffic to their sites. By doing the same, you safeguard your brand from being overshadowed. It’s a proactive measure that safeguards your hard-earned reputation and directs users to your official channels.

Striking a balance between organic and paid search results is essential. The synergy between these two avenues reinforces brand recall and fosters trust. When users encounter your brand multiple times across different sections of the search results, it reinforces your authority and increases the likelihood of them engaging with your offerings.

Messaging control is another compelling reason to invest in branded keywords. Organic search results often pull snippets from your website’s metadata, limiting your control over messaging. With PPC ads, you can craft persuasive ad copies highlighting your brand’s strengths and unique selling points. This allows you to guide the narrative and influence users’ perceptions positively.

Incorporating branded keywords into your PPC strategy demands vigilance. Regularly monitor your campaigns and adapt to changes in competition and market trends. Implement data-driven optimizations to fine-tune your approach. By aligning your PPC efforts with your broader branding goals, you create a holistic online presence that resonates with your target audience.

Step-by-Step Procedure: Enhancing Brand Presence with Branded Keywords in PPC

1. Identify Core Brand Keywords: List the primary keywords encompassing your brand identity and offerings.
2. Conduct Competitor Analysis: Research your competitors’ PPC strategies to understand their approach to bidding on branded terms.
3. Craft Compelling Ad Copies: Develop engaging and relevant ad copies highlighting your brand’s unique value proposition.
4. Strategic Bidding: Allocate your budget strategically to bid on branded keywords that matter the most to your brand.
5. Monitor Auction Insights: Regularly check Google Ads’ Auction Insights to identify competitors bidding on your branded terms.
6. Utilize Negative Keywords: Exclude irrelevant terms from your PPC campaign to ensure your ads appear for the most relevant searches.
7. Landing Page Optimization: Ensure that the landing page associated with your ads provides a seamless user experience.
8. Analyze Data and Metrics: Regularly analyze campaign performance metrics to identify areas of improvement.
9. Refine Ad Campaigns: Based on data insights, refine your ad campaigns to enhance their effectiveness.
10. Leverage Ad Extensions: Use ad extensions to provide additional information and encourage user interaction.
11. Experiment with Ad Formats: Test different ad formats to find the ones that resonate most with your target audience.
12. Segment and Target Audiences: Segment your audience and tailor your ad messaging to specific demographics.
13. Optimize Ad Scheduling: Schedule your ads to appear during peak hours when your target audience is most active.
14. Allocate Budget Wisely: Adjust your budget allocation based on the performance of different branded keywords.
15. Implement A/B Testing: Continuously conduct A/B tests to determine which ad variations yield the best results.
16. Stay Updated: Keep up with industry trends and changes in search engine algorithms to stay ahead of the competition.
17. Track ROI: Monitor the return on investment for your branded keyword campaigns to assess their impact.
18. Adapt to Changes: Be prepared to adapt your strategy based on your brand’s positioning and customer behavior shifts.
19. Continual Optimization: Implement ongoing optimization based on the evolving branded keywords and PPC landscape.
20. Refine Brand Messaging: Continuously refine your ad messaging to align with your evolving brand identity and goals.

The post Should I Bid on Branded Keywords in Our PPC Campaign? appeared first on Bruce Clay, Inc..

Default advertising networks like Google and Facebook are great if you want to stick to the leaders and play it safe. But there are lots of other digital advertising channels where you can find your target audience.

Quora is an up-and-coming platform to watch, and we’ve successfully used it with clients as part of their marketing mix. Here’s the CMO’s guide to Quora Ads in under five minutes.

In this guide, I’ll cover:

• What is Quora?
• What is Quora Ads?
• How Quora Ads work
• Why use Quora Ads
• FAQ: How can I effectively utilize Quora Ads to reach my target audience?

What Is Quora?

Quora is a social Q&A platform. It allows people to ask questions and get answers from other Quora users, many of whom are professionals or otherwise experienced in the subject matter. The platform lets members upvote the answers to questions, and offers features like other social media.

Quora has more than 300 million monthly active users. To put this in context, Twitter has about 330 million monthly active users — though Twitter stopped reporting this metric in 2018.

Quora explains how the platform works:

Quora is organized around Topics, which are a series of questions anchored by a main keyword. When a user enters a search term on the site, a drop-down list of related Topics appears. Users can choose to follow Topics, which means related questions and answers will appear in the Quora news feed. Users can also write answers to questions when they have expertise to offer. Similar to how following works on Twitter, users can follow other users and profiles on Quora to receive notifications and see their content in news feed.

Unlike other user-generated Q&A sites, users on Quora create profiles based on their real identities. Quora has active moderation politics in place to ensure that discourse is civil, content quality is high, and people feel safe sharing their knowledge.

Here’s an infographic from Quora that gives the business opportunity at a glance:

What Is Quora Ads?

Quora Ads is Quora’s advertising arm.

Quora explains how advertising within the platform provides opportunity:

Over 300+ million people come to Quora every month to ask questions and read insightful answers. This includes people looking for reliable information about your company, products, competitors and industry. This gives advertisers the opportunity to influence people during the consideration phase of their purchase process. Quora is a unique, high-intent advertising platform, ideally suited to reach customers as they research a product or service.

Benefits include:

• A large base of monthly active users who are “highly educated and primarily live in West and East Coast metropolitan area.”
• On-brand targeting, as Quora promises that “your message will only appear alongside content that’s on par with your brand.”
• Lots of targeting options.

Quora Ads launched officially in 2017 and recently has been gaining ground among agencies and brands as a viable place to advertise. According to the 2019/2020 State of PPC report by Hanapin Marketing (now Brainlabs), brands and agencies are taking note.

For example, the 2018/2019 report found no agencies willing to pitch Quora Ads to clients. But that number rose to 20% in 2019/2020 report.

And, 14% of brands are investing in Quora Ads, according to the latest data. While this seems like small potatoes compared to Google, Facebook, and others, the opportunity for early adopters could pay off.

How Quora Ads Work

Quora Ads feels intuitive for anyone who’s worked with other digital advertising platforms like Google Ads. To set up a campaign, you choose a campaign objective and set the budget (minimum $5 daily to get started), ad schedule, targeting options, and bids (for clicks or impressions). Then you create an ad for Quora with a linked landing page where you’ll drive visitors.

Objectives for a campaign include:

• Traffic to your site
• Conversions on your website
• Downloads of your mobile app
• Awareness of your brand
• Lead generation

Targeting options include:

• Contextual targeting that shows ads that are relevant to certain topics, keywords and questions
• Audience targeting that matches an audience based on your web traffic; matches lookalike audiences based on an existing audience; or contacts based on an existing list
• Behavioral targeting that shows ads based on a person’s interests, keyword history or question history
• Broad targeting that shows ads widely across Quora
• Location targeting for states, cities, ZIP codes, etc.
• More targeting like device, gender, excluded questions and excluded audiences
• Quora digest email inclusion

Native ad types include text, image,s or promoted answers:

Here’s an example of a native image ad:

And here’s an example of a promoted answer within a user’s Quora feed:

Why Use Quora Ads

The nature of Quora leads to advertising that allows brands to build credibility as subject matter experts.

Besides branding, audience reach is another plus. People searching internally within Quora form a base, already a large population. But your audience may extend to Google searchers as well since Quora answers often rank in search engines organically.

So advertising on the platform is a way to reach a broad audience with high search intent — for a lot less than you’d probably pay for a Google ad.

Of course, you can view data from third-party studies like this one to see what types of results others have experienced. But there are far too many factors at play to generalize this type of data to every brand and campaign. If you’re interested in branching out with your advertising spend, Quora Ads is worth a try.

At Bruce Clay Inc. we offer PPC management services covering a variety of ad platforms. Contact us today to discuss your business’s marketing goals and get a free quote.

FAQ: How can I effectively utilize Quora Ads to reach my target audience?

Leveraging Quora Ads offers a unique opportunity to engage potential customers actively seeking information in your niche. To ensure your efforts yield maximum results, here are some expert strategies to consider:

1. Understand Your Audience:

Before delving into Quora Ads, conduct thorough research to understand your target audience’s preferences, pain points, and interests. This knowledge will guide your ad creation and targeting efforts.

2. Craft Compelling Content:

Develop ad content that addresses users’ queries effectively. Focus on providing value and solutions rather than a hard sell. This approach establishes your authority and encourages users to engage with your brand.

3. Precise Audience Targeting:

Utilize Quora’s targeting options to narrow your audience based on demographics, interests, and behavior. This precision ensures your ads are shown to the most relevant users.

4. Leverage Keyword Targeting:

Identify high-performing keywords related to your industry and incorporate them into your ad strategy. This increases the visibility of your ads in relevant discussions.

5. Engage Authentically:

Participate in discussions related to your niche to establish credibility. You can organically drive users to your ads and profile by offering insightful answers.

Transitioning seamlessly optimizing your Quora Ads is paramount:

6. A/B Testing:

Continuously test different ad formats, headlines, and visuals to identify what resonates best with your audience. Use this data to refine your campaigns over time.

7. Clear Call to Action (CTA):

Every ad should have a clear and compelling CTA that guides users on the desired action, whether visiting your website, signing up, or purchasing.

8. Monitor Performance:

Regularly analyze your campaign’s performance metrics. Identify which ads are generating the most clicks, conversions, and engagement. Adjust your strategy based on these insights.

9. Budget Allocation:

Allocate your budget wisely across different ad campaigns and target groups. Monitor which campaigns yield the best results and adjust your budget allocation accordingly.

10. Ad Creative Consistency:

Maintain a consistent visual and messaging style across your ads and landing pages. This fosters brand recognition and trust.

Now, let’s dive into the step-by-step procedure to utilize Quora Ads to reach your target audience effectively:

Step-by-Step Guide: Mastering Quora Ads for Target Audience Engagement

1. Audience Research: Identify your ideal customer profile and gather insights into their preferences, pain points, and behaviors.
2. Ad Creation: Craft compelling and informative ad content that addresses users’ questions and provides value.
3. Keyword Research: Identify relevant keywords users frequently search for on Quora.
4. Targeting Options: Choose demographic, interest-based, and behavioral targeting options provided by Quora Ads.
5. Keyword Targeting: Incorporate high-performing keywords into your ad strategy to enhance visibility.
6. Profile Optimization: Ensure your Quora profile is complete and portrays your brand as an authority in your niche.
7. Engagement: Participate in discussions and provide insightful answers to attract users to your profile and ads.
8. A/B Testing: Continuously test different ad variations to optimize performance.
9. Clear CTAs: Include clear and actionable CTAs in your ads.
10. Performance Monitoring: Regularly analyze ad metrics and adjust your strategy accordingly.
11. Budget Management: Allocate the budget based on campaign performance.
12. Visual and Messaging Consistency: Maintain consistent branding across all ad creatives.
13. Engage with Leads: Respond promptly to users who engage with your ads or ask questions.
14. Ad Placement: Experiment with ad placement within relevant discussions.
15. Ad Scheduling: Optimize ad scheduling to reach users at peak engagement times.
16. Landing Pages: Ensure your landing pages align with your ad content and provide a seamless user experience.
17. Conversion Tracking: Implement tracking to measure the effectiveness of your campaigns.
18. Refinement: Regularly refine your ads based on user feedback and performance data.
19. Competitor Analysis: Study your competitors’ strategies and identify opportunities for differentiation.
20. Continuous Learning: Stay updated with Quora’s advertising features and industry trends to adapt your strategy accordingly.

By following these steps, you’ll be well-equipped to harness the power of Quora Ads and effectively reach your target audience with compelling and relevant content. Remember, success on Quora requires a balance of expertise, authenticity, and consistent effort.

The post The CMO’s Guide to Quora Ads in Less Than 5 Minutes appeared first on Bruce Clay, Inc..

It’s not you, it’s me. Well, OK, it might be you. This is a conversation that every business will inevitably have with their PPC agency at some point. For whatever reason — perhaps you’ve outgrown your current PPC agency, or you’re not satisfied with the relationship — it’s time to move on.

Armed with the experience and lessons learned from working with your current or previous PPC agency, you may already have a good idea of what you want to ask a prospective vendor. If not, though, here are six questions that can lead to insightful answers when choosing your next engagement.

• Do you have PPC experience in our industry?
• Why do clients decide to sign with you? Why do they cancel?
• Do you manage PPC campaigns inside Google Ads and Microsoft Ads, or do you use a bid optimization tool?
• Can you send me examples of your PPC reports?
• Can you provide use cases where you’ve improved PPC performance?
• Who will be managing my PPC campaign?
• FAQ: How important is industry-specific experience when choosing a PPC agency?

1. Do you have PPC experience in our industry?

When you hire an experienced PPC agency, they should be able to figure out ad strategies for any sector, right? Perhaps the answer is yes, but you’ll have a competitive edge if they have experience in your specific industry. And you will have a great advantage if their experience spans many industries.

Can you have both? Perhaps, but it is the ability to wield the tools like a true gunslinger that is the greatest advantage. But both are better.

Plus, some heavily regulated industries need specialized expertise when it comes to writing ads to increase the chance that ads are accepted. This includes healthcare and medicines, finance, e-commerce, and others.

It’s not just advertising platforms that oversee these regulations. For some industries, you have third-party regulators like the Federal Trade Commission with its Truth in Advertising laws and its enforcement policy designed to tackle native advertising. Then there’s the Food & Drug Administration’s regulations on drug ads, just to name a few.

Other industries require certification to even be approved to advertise for specific keywords, landing pages, and so on. Pharmaceuticals is an example.

Some things you can’t advertise at all. It’s important that your PPC vendor is intimately familiar with these industry-specific challenges. All of this is key information to know when considering your next PPC vendor.

2. Why do clients decide to sign with you? Why do they cancel?

Of course, no agency keeps a client forever, but knowing why they left is telling. Was it bad performance, high fees, or just “time to move on”? It’s also nice to know how they win clients. This will help you understand their differentiator.

Clients do move on, and failure is not always the real cause. For example, we have had cases where we’ve changed lives, yet the client eventually moved on. In one case, there was a good reason: after we helped them achieve a 34% reduction in CPA and a 70% increase in appointments, everyone in the client’s organization got promoted. Yay! Then, they brought in more staff and no longer required an agency.

3. Do you manage PPC campaigns inside Google Ads and Microsoft Ads, or do you use a bid optimization tool?

This question is designed to find out how involved the agency will be in managing your campaigns and what tools they rely on. Too much automation is not a good thing. You need the human touch to ensure that things are running smoothly and that you’re getting the desired results.

You might be able to determine how involved the potential agency would be based on their initial engagements with you. For example, did they start by performing a detailed audit with upfront research and useful recommendations? If so, it’s likely the engagement will feel the same way. That is the win compared to a superficial guess using push-button data.

A basic understanding of the efficacy of the tools they use can also help. Google can deploy “smart bidding” strategies depending on the goals of the campaign (target CPA, target ROAS, maximize conversion, and maximize conversion value).

But third-party tools often work better. This includes tools like those from Marin Software, Kenshoo, and Acquisio.

4. Can you send me examples of your PPC reports?

Here, you are looking for how they approach and communicate their PPC strategy, insights, and recommendations. Do the reports they provide seem useful and easy to understand? Or are they standard templates with charts and numbers that are hard to?

If the latter, the next best question to ask a prospective PPC agency is: How will we communicate? A report with just charts and numbers might be OK if they are followed up with meetings that go over progress. But I will mention that true experts are comfortable with either, and the report should not be a crutch.

Example PPC report (excerpts only) provided to one of our clients

There is a significant difference between data and wisdom. While data is great and reporting is necessary, what matters most will be the insight derived and then explained by the team doing the work.

5. Can you provide use cases where you’ve improved PPC performance?

It’s useful to see some PPC case studies that prove they’ve actually boosted performance versus just “managing” an account even better if they have use cases in your specific sector.

This question provides another good jumping-off point for the next discussion: What data points were you looking at during the management of the account, and what did you change based on that?

In general, you want to know that they look at the right things when trying to improve a PPC account and that the strategy matches the goal of the PPC campaign.

For example, if they noticed that the CPA for mobile devices was too high, did they scale back bidding on mobile devices? Or if they noticed that a lot of traffic came from a specific state but didn’t convert into any sales, did they exclude that state from the targeting?

Or if they were targeting conversions, did they tailor the strategy to the conversion rate by device, keywords, landing pages, and so on?

Of course, balancing data and wisdom, was the goal traffic or revenue? Was the client more concerned with branding or sales? Was the ROI on one specific sale so monstrous that it should get whatever budget it wanted? Or did this keyword generate visitors but no sales?

6. Who will be managing my PPC campaign?

This might be the most important question of all, as it can deeply impact the success of your pay-per-click advertising.

Does the agency offer you a dedicated and seasoned professional — a true expert in the field — who will get to know your brand, products, services, and account over time? Or will they delegate your account to a junior-level professional?

Specifically, ask how much experience that person has. Here at Bruce Clay Inc., we only have search engine marketing professionals with 10-plus years minimum experience in their field. This makes a huge difference in our accounts.

If you hire someone without the wisdom to manage these questions, then expect failure. And there is nobody to blame except yourself for not making a change.

Finding the Right PPC Agency

As businesses grow and evolve, so do their search engine marketing needs. Things can get stale over the course of a PPC agency engagement, and that’s OK. Sometimes, it’s just time to move on, and asking the right questions can help you find “the one” that fits your needs right now.

If you’re looking for expert PPC services, I invite you to contact us for a quote and free consultation.

FAQ: How important is industry-specific experience when choosing a PPC agency?

Selecting the ideal Pay Per Click agency could mean the difference between success and failure for businesses looking to grow their online presence. Several factors must be considered, but one often overlooked element is an agency’s expertise in your industry.

The Importance of Industry Knowledge

Industry-specific experience isn’t just an added bonus when choosing a PPC agency; it’s a fundamental requirement. A PPC agency well-versed in your industry understands the nuances, trends, and audience behaviors unique to your field. Familiarity will translate to better ad campaigns and higher returns; your PPC agency would find it harder to create effective ads without this insight.

Tailored Strategies for Success

One of the key advantages of partnering with a PPC agency with industry-specific experience is the ability to craft tailored strategies. These agencies are adept at analyzing your competitors, identifying keywords specific to your niche, and understanding your customers’ buying cycles. Such insights enable them to create PPC campaigns that are not only relevant but also highly competitive in your industry.

Quick Adaptation to Industry Changes

An experienced PPC agency keeps a vigilant eye on industry changes and adapts strategies accordingly. They are well-prepared to adjust your campaign to capitalize on emerging opportunities or mitigate threats swiftly. Without this industry-specific vigilance, your PPC campaign may lag behind, missing out on potential gains.

The Trust Factor

When you work with a PPC agency that already has a track record in your industry, you gain invaluable trust. They intimately understand your business challenges and objectives, fostering a strong working relationship. This trust ensures open communication, quick problem-solving, and a shared commitment to your digital marketing success.

Step-by-Step Procedure: How to Choose a PPC Agency Based on Industry-Specific Experience

1. Identify your industry niche and key competitors.
2. Research PPC agencies with a proven track record in your specific industry.
3. Analyze case studies and client reviews to gauge their industry expertise.
4. Schedule initial consultations with shortlisted agencies.
5. Inquire about their experience in your industry during the consultation.
6. Ask for specific examples of successful campaigns within your niche.
7. Evaluate the agency’s ability to understand your unique business goals.
8. Discuss how they stay updated on industry trends and changes.
9. Request a customized proposal tailored to your industry.
10. Compare pricing structures and contract terms among agencies.
11. Scrutinize the agency’s reporting and analytics capabilities.
12. Assess their communication and responsiveness.
13. Request references from their current or previous clients in your industry.
14. Contact references to inquire about their experience with the agency.
15. Verify the agency’s certifications and qualifications.
16. Consider the agency’s location and timezone compatibility.
17. Finalize your choice based on industry-specific expertise, communication, and budget alignment.
18. Establish clear goals and expectations in a written contract.
19. Monitor campaign performance regularly and provide feedback.
20. Maintain open communication with your chosen PPC agency to ensure ongoing success.

The post 6 Questions to Ask Your Next PPC Agency appeared first on Bruce Clay, Inc..

• What are PPC services?
• Why are PPC services important?
• How do you choose a PPC services vendor?
• FAQ: How can I make the most of Pay-Per-Click services for my business?

What Are Pay-Per-Click Services?

Pay-per-click (PPC) services help organizations manage their PPC advertising programs using a professional PPC or search engine marketing (SEM) expert. The overarching goal of these services is to help you get the best return on your advertising dollars.

PPC services apply to all online advertising platforms like Google and YouTube. But there are more.

Pay per click services can help you determine and reach the goals of your ad program, such as:

• Increased web traffic
• More leads
• Increased sales
• More in-store visits
• More phone calls
• Better brand awareness

A PPC service should also help determine which ad formats deliver the best results. They do this through a process of testing and analysis. These formats might include text ads, banner ads, mobile ads, YouTube-sponsored video ads, and product shopping ads (to name a handful).

Many businesses hire outside vendors even if they have an in-house PPC expert. PPC service providers may or may not be certified as experts in different advertising networks. The most common accreditations are Google Ads Partner and Microsoft Advertising certification.

Why Are Pay-Per-Click Services Important?

PPC services are important because running a successful PPC program isn’t easy. PPC advertising is a complex, full-time job. With the right PPC expert on your side, you’re better positioned to solve problems you’ll encounter and get a better return on ad spend.

The importance of managed pay-per-click services has grown along with the growth of digital advertising. eMarketer estimates that digital ad spending accounted for half of total media ad spend worldwide in 2019 and is estimated to reach $384.96 billion in 2020.

When it comes to pay-per-click ads, paid search captured 43.9% of total U.S. digital ad revenue, reaching $54.7 billion in 2019, according to the Interactive Advertising Bureau.

Example of PPC ads dominating the top of Google search results

Paid search presents a lot of opportunity for growth and also a lot of opportunity for wasted ad spend. Consider that some reports show that 61% of Google Ads spend is wasted. And some of the most expensive keywords in Google Ads are in the $50 per click range.

Without keeping a tight rein, you can blow through your budget fast.

How Do You Choose a Pay-Per-Click Services Vendor?

When hiring a PPC services provider, consider criteria like experience, reputation, approach, performance, and other marketing services they provide.

Advertising networks change rapidly; keeping up with those changes is a full-time job. As a result, many organizations find they get better results by working with a pay-per-click services vendor.

If you decide to hire, remember that you can choose how to structure your partnership. Some options include:

• A full-service PPC management program to manage all your PPC programs for you
• A PPC audit of current PPC campaigns to develop recommendations that either you or the vendor can implement
• Setting up a PPC program if you don’t already have one
• PPC training so your team can take it over at some point

As mentioned, there are several factors to consider when hiring a PPC services provider. Here are some to explore …

Experience

Steer clear of consultants that are getting started and agencies that have only recently added PPC services to their suite of offerings. Look for vendors that are recognized experts in the field.

Also, look at the experience level of individual team members. For example, here at Bruce Clay Inc., our SEM experts have no less than 10 years of experience in their field.

Also, as big as the Google Ads network is, it’s not the only ad network. So you want the consultant or vendor to have experience with different ad networks and formats.

The vendor should be skilled in ad strategies for different devices. After all, mobile now accounts for over half of search traffic worldwide.

Reputation

Look for a reputable company with a proven track record. Talk to your colleagues and look for the following trust signals:

• Google Partner status
• Microsoft Advertising certified professional
• BBB accreditation (in the U.S., or equivalent elsewhere)
• Solid list of previous or existing clients
• Positive online reviews and testimonials
• Active online presence

Approach

What is the vendor’s or consultant’s approach to PPC? For example, here at Bruce Clay Inc., we focus on cost-per-action (CPA) optimization management. This means maintaining your budget while lowering the cost for each click in proportion to the return on that item.

The person or team you hire should be able to clearly outline their approach to PPC services, like how we’ve done here on our PPC services page.

Goals and Performance

If the PPC services provider does little more than ask for your Google Ads login to get started, that’s a red flag. No one can deliver good pay-per-click services unless they understand your goals to start.

Likewise, you want to know how they will report on their progress in reaching your goals and also how responsive they will be along the way.

More Than Just Advertising Services

This qualification is more of a bonus. But choosing a vendor offering additional digital marketing services beyond pay-per-click can be helpful. After all, PPC does not exist in a bubble. All of your digital marketing services should work together towards common business goals.

That way, as your company grows, your existing vendor can continue to meet your needs. That’s better than having to hire an additional person or team and get them up to speed.

At the end of the day, for many companies, pay-per-click services are a necessity to compete and succeed in PPC advertising. So consider your long-term advertising and business goals, and decide what makes sense for you in terms of how you engage an SEM expert.

If you’d like to discuss how we can help you increase your targeted PPC traffic, conversions, and revenue, contact us for a no-obligation quote.

FAQ: How can I make the most of Pay-Per-Click services for my business?

Pay-Per-Click (PPC) advertising has proven to be an indispensable tool for businesses seeking to enhance their online visibility and generate qualified leads. Several key strategies should be considered to harness the potential of PPC services. First and foremost, meticulous keyword research is essential. Identifying relevant and high-performing keywords that align with your business offerings will improve the effectiveness of your campaigns. Moreover, employing long-tail keywords can help target specific customer segments, leading to higher conversion rates.

Crafting compelling ad copy is the next crucial step. Your ad content should resonate with your target audience and highlight your unique value propositions. An effective call-to-action encouraging users to complete specific actions can increase click-through rates. A/B testing will show which messages resonate most with your audience and enable you to fine-tune your approach.

Effective landing pages play an equally vital role in maximizing the impact of PPC campaigns. Make sure the landing page matches up with your ad and offers visitors an obvious path of action, whether they are making purchases online or filling out email forms. An uncluttered user-friendly design that quickly loads across desktop and mobile devices will enhance user experience and increase conversion rates.

An often overlooked aspect of PPC optimization is negative keyword management. Regularly reviewing and refining your list of negative keywords can prevent your ads from appearing in irrelevant searches, thus conserving your budget for more relevant clicks. Furthermore, staying updated with industry trends and adjusting your campaigns accordingly is vital. Platforms like Google Ads often introduce new features, and staying ahead of these changes can give you a competitive edge.

Making the most of Pay-Per-Click services involves a strategic approach encompassing keyword research, compelling ad copy, user-friendly landing pages, and vigilant campaign management. By employing these strategies and staying adaptable, businesses can leverage PPC advertising to its fullest potential, driving meaningful results and achieving their goals.

Step-by-Step Procedure: Maximizing the Impact of Pay-Per-Click Services for Your Business 

1. Keyword Research: Use tools like Google Keyword Planner and SEMrush to identify relevant, high-performing keywords.
2. Long-Tail Keywords: Incorporate long-tail keywords to target specific customer segments and improve conversion rates.
3. Compelling Ad Copy: Craft ad content that resonates with your target audience and highlights unique value propositions.
4. Call-to-Action: Include a clear and compelling call-to-action in your ad to drive user engagement.
5. A/B Testing: Test different ad variations to determine which messaging performs best with your audience.
6. Landing Page Alignment: Ensure your landing page aligns seamlessly with ad content and offers a clear user journey.
7. User-Friendly Design: Design clutter-free, mobile-responsive landing pages that load quickly for enhanced user experience.
8. Negative Keyword Management: Regularly review and refine your list of negative keywords to prevent ad placements in irrelevant searches.
9. Stay Updated: Keep track of industry trends and platform updates to adjust your campaigns accordingly.
10. Budget Management: Allocate your PPC budget wisely based on the performance of different keywords and ads.
11. Ad Extensions: Utilize ad extensions to provide additional information and encourage user engagement.
12. Geotargeting: Use geotargeting to reach audiences in specific geographic areas.
13. Quality Score: Improve Quality Scores by optimizing ad relevance, landing pages, and expected click-through rates.
14. Ad Scheduling: Schedule your ads to run during peak hours when your target audience is most active.
15. Competitor Analysis: Study competitor ads and strategies to identify opportunities for differentiation.
16. Remarketing: Implement remarketing campaigns to target users who have previously interacted with your website.
17. Conversion Tracking:  Set up conversion tracking to measure the effectiveness of your campaigns.
18. Ad Positioning: Experiment with different ad positions to find the optimal placement for maximum visibility.
19. Ad Budget Monitoring: Regularly monitor and adjust your ad budget based on performance metrics.
20. Continuous Optimization: Continuously analyze data, refine strategies, and adapt to changing market dynamics for ongoing success.

The post What Are PPC Services and Why Do You Need Them? appeared first on Bruce Clay, Inc..

Online advertisers want to know how to get more out of their search marketing programs. PPC audits are just the thing to help them do that. Let’s look closer at the answers to questions like:

• What is a PPC audit?
• Why is it important?
• How do I get a PPC audit?
• Sample Google Ads PPC audit
• With PPC audits, you get what you pay for
• FAQ: How can I optimize my PPC campaign with a comprehensive audit?

What Is a PPC Audit?

A PPC audit is an analysis of a PPC program to determine how it could be optimized to get a better return on investment.

PPC is complex. Even if you’re managing your accounts according to best practices, odds are that you’ve missed something — especially if you’ve been working on the account for a while.

In addition, things change rapidly in paid search. What worked yesterday might not work today.

Google Ads posted 27 new features and announcements during the first six months of 2020. This included new features, new releases, new policies, updated interfaces, altered learning paths, discontinued features, and much more.

Layer on top of that the many small changes that don’t warrant a separate announcement, and that’s a lot of change. This is why keeping up with Google Ads, Microsoft Advertising, and other online ad networks is a big job.

Why Are PPC Audits Important?

PPC audits are important because they help advertisers resolve inefficiencies with their PPC programs — including problems they may not even be aware of that could be wasting ad spend.

Here are a few scenarios where a PPC audit can help:

• Your PPC program was doing great, but now you’re not getting the same results. What changed? What do you need to do differently?
• Your PPC program delivers great results, but you wonder if you could do even better. What opportunities are you missing?
• You’re just getting started with PPC and are struggling to get good results. What are you doing wrong?
• And the most common: You are still getting traffic, but your costs are spiraling out of control.

For all these scenarios (and others), a PPC audit is the best way to analyze your program and get recommendations to improve it.

By the way, PPC audits aren’t just for the benefit of advertisers. Poorly targeted advertising can be annoying for those doing the searches. And the opposite is true: When PPC advertising is done well, searchers appreciate it. In fact, 75% of people say paid search ads make it easier for them to find the information they’re searching for.]

How Do You Do a PPC Audit?

A PPC audit examines all your digital advertising networks and conducts analyses to determine how to optimize them.

Generally, it’s best to delay a PPC audit after making significant changes. You’re relying on data to tell the story of what’s happening in an account, so ideally, you want to accumulate a few months of data. Significant structural ad program changes can disturb the statistics and make data analysis more difficult.

PPC audits can vary greatly in depth and detail. I like to group them into two general categories:

1. Tool-based PPC audits
2. Comprehensive PPC audits

Let’s look at each of these categories in more detail.

Tool-Based PPC Audits

A tool-based PPC audit can be performed in-house or by an outside consultant or agency.

These audits use software-based auditing tools, often in combination with some almost trivial form of human analysis.

You’ll see this type of PPC audit performed most often by agencies or consultants to promote their PPC management services. They’ll audit your PPC program for free. Then, they’ll return recommendations that they’ll offer to implement for you at their regular fees.

There’s nothing wrong with this. However, these types of audits have limits and can vary greatly in how useful they are. It depends on how heavily the audit team relies on their tools and how much time they spend getting to truly understand your business and goals.

Things change rapidly in paid search. What worked yesterday might not work today.

Comprehensive PPC Audits

Typically, an experienced outside consultant or agency conducts the comprehensive PPC audit to bring a new perspective to your ad accounts. They start with interviews and evolve to dive deeply into what drives traffic.

Comprehensive audits should cover all the main advertising networks and platforms you’re in. This may include:

• Google Ads
• Microsoft Advertising
• Facebook
• Instagram
• Google Display & Video 360
• Retargeting

Typically, PPC audits put a strong focus on the Google Ads network because of its market domination. Google holds about 92% of the search engine market worldwide (as of July 2020). In comparison, Bing only has about 3% and Yahoo has about 2%.

Sample Google Ads Audit

When auditing these networks and platforms, PPC experts vary in what they analyze. If you had five PPC experts doing an audit, you would get eight different opinions. Fortunately, most would agree much of the time, with the subtlety being based upon expertise.

Let’s look at a sample for Google Ads. In Google Ads, a PPC audit may analyze the following types of information.

1. Account basics:

• How is the account organized?
• Is conversion tracking set up?
• Is the account linked to Google Analytics?

2. Campaigns:

• Are campaign settings set correctly?
• What bidding strategies are employed?

3. Targeting:

• What locations are targeted?
• Do you need location bid adjustments?
• What devices and audiences are targeted?

4. Ad groups and messaging:

• How are ad groups organized?
• Have any ads been disapproved? If so, why?
• Is ad messaging consistent and error-free?

5. Ad formats and campaign types:

• What types of campaigns and ad formats are being used?
• How are the following used: Dynamic Search Ads (DSAs), Ad extensions, Promotion extensions, Shopping campaigns, Remarketing lists for search ads (RLSA), and Display remarketing campaigns?

6. Keywords:

• What keywords are being targeted? What is their Quality Score?
• What keyword match types are being used?
• How complete is the negative keyword list?

With PPC Audits, You Get What You Pay for

At Bruce Clay, we only conduct comprehensive PPC audits run by SEM experts with no less than 10 years of experience. Complementing their experience is a suite of powerful in-house PPC tools. This allows us to dive deep into optimizing existing PPC efforts to uncover missed opportunities.

Do we charge for this service? Yes. But this is a case where you get what you pay for. You can pay half as much for bad advice, but why would you?

Consider how much of your ad spend you might already be wasting if you’re not managing your PPC program well. (By some estimates, 61% of ad spend is wasted.)

So, when you consider what type of audit to get, consider it carefully. A “free” audit might sound like a good deal. But it will never be as detailed or insightful as the one with hands-on, expert analysis and interpretation.

If you’d like to discuss how we can help you increase your targeted PPC traffic, conversions, and revenue, contact us for a no-obligation quote.

FAQ: How can I optimize my PPC campaign with a comprehensive audit?

Pay-per-click (PPC), or pay-per-click campaigns, are effective tools for driving targeted traffic to your website. Their success relies on careful planning and continual optimization. If you’ve been running a PPC campaign and want to ensure it’s delivering the best results possible, conducting a comprehensive audit is essential. The following 15 steps can help you run a comprehensive audit:

1. Evaluate Your Goals and KPIs:

Before diving into the audit, clarify your campaign objectives and key performance indicators (KPIs). Understanding what success looks like is the foundation of effective optimization.

2. Analyze Keyword Performance:

Review the performance of your keywords. Identify top-performing keywords that drive conversions and remove underperforming ones to allocate your budget more efficiently.

3. Assess Ad Copy and Creatives:

Examine the ad copies and creatives used in your campaign. Ensure they align with your landing page and convey a compelling message. A/B testing can help identify the most effective ad variations.

4. Review Landing Pages:

Your landing pages play a critical role in converting PPC traffic into customers. Ensure they are optimized for user experience, load speed, and relevance to the ad.

5. Check Budget Allocation:

Allocate your budget strategically across campaigns and ad groups. Focus more on the areas that generate the highest ROI.

6. Monitor Negative Keywords:

Implement negative keywords to filter out irrelevant traffic. This helps improve the quality of clicks and reduces wasted ad spend.

7. Examine Ad Extensions:

Utilize ad extensions like site links, callouts, and structured snippets to enhance your ad’s visibility and provide additional information to users.

8. Track Conversions:

Set up conversion tracking to measure the outcomes of your PPC campaigns accurately. This data is crucial for making informed optimization decisions.

9. Assess Quality Score:

Monitor and improve your Quality Score, as it directly impacts ad position and cost-per-click. Higher Quality Scores can lead to lower costs and better ad placements.

10. Competitor Analysis:

Keep an eye on your competitors’ strategies and adjust your campaign accordingly. Identify gaps and opportunities in your approach.

11. Optimize Ad Scheduling:

Analyze the timing of your ads. Adjust ad schedules to coincide with peak user activity to increase visibility during high-converting periods.

12. Test Ad Campaign Settings:

Experiment with different campaign settings, such as bidding strategies and ad rotation. Continuously optimize these settings based on performance data.

13. Mobile Optimization:

Given the increasing use of mobile devices, ensure your campaign is optimized for mobile users. Responsive ads and mobile-specific bidding can improve results.

14. Implement Ad Extensions:

Leverage various ad extensions, like call and location extensions, to provide additional information and encourage users to take action.

15. Monitor and Adapt:

Regularly review and adjust your PPC campaign based on performance metrics. Optimization is an ongoing process.

By following these steps and continuously refining your PPC campaign through audits, you can optimize your ad spend, improve your campaign’s effectiveness, and drive better results. Remember, successful PPC management combines data-driven analysis and creative strategy. Stay proactive, and your PPC campaign will thrive.

The post What Is a PPC Audit? Why Are PPC Audits Important? And How Do You Do a PPC Audit? appeared first on Bruce Clay, Inc..

Start with this question: Do you believe that Google is in the business of making money? The obvious answer is YES! So it is vital that you pay attention to the what, why, and how of PPC.

• What is PPC?
• Why should I do PPC?
• How do I do PPC?
• PPC: The bottom line
• FAQ: How can I effectively leverage PPC advertising for my business?

What Is PPC?

PPC, or pay-per-click, is a method of online advertising in which advertisers pay for each time a person clicks on their ad. Simply put, the search engine or other platform gets paid only when it sends traffic to an advertiser’s website via someone clicking an ad.

Google continues to be the most popular venue to buy PPC ad space, followed closely by Facebook. Together, they make up the majority (over 60%) of digital advertising dollars spent in the U.S., with Amazon in third place but increasing.

Source: eMarketer estimates as of October 2019

Search engines earn the lion’s share of their revenue from ads. For instance, Google gets an estimated 83 percent of its revenue from advertisers who buy space in its ad network.

In the search results, you can find PPC ads in many places. Google points out that:

Ads can appear above or below search results on Google Search. They can appear beside, above, or below search results on Google Play, Google Shopping, and Google Maps, including the Maps app.

Keep in mind: Google has been known to rehaul the layout of the SERP completely, including how ads are displayed. It’s also not uncommon for ad displays to change based on the search query of the user.

PPC ads like those that show up on the search results page are just one type in many ad types available to businesses. Some other types include:

• Native advertising
• Display ads
• Social ads
• Retargeting and remarketing ads
• Local Search ads
• YouTube ads
• Google Shopping ads

Why Should I Do PPC?

Pay-per-click advertising can drive sales, leads, traffic, brand awareness, and marketing campaign support.

If you’re thinking about digital ads, you’re in good company: U.S. digital ad spending topped $129 billion in 2019, with the highest spending in the search marketing category.

Statista estimates as of March 2020

While COVID’s impact on digital advertising is still unclear, ad spending will continue growing each year.

Pay-per-click is a great complement to other marketing efforts like SEO. Here are a couple of reasons why PPC and SEO work well together.

First, PPC and SEO together are part of a whole-SERP strategy.

You should maximize visibility on a search engine results page (SERP) with a whole-SERP strategy, and that includes ads. A whole-SERP strategy also takes into account which content will satisfy a user’s intent (what they are looking for when they type a query into Google). Ads satisfy queries with the intent to buy.

Second, PPC can offer instant gratification, while SEO is a long-term strategy.

PPC can support shorter-term needs and specific business goals (for example, branding or lead generation). SEO is a longer-term strategy that can be progressing in the background. Meanwhile, PPC can deliver initial results while SEO gains momentum over a period of months.

Aside from SEO campaign support, consider some of these PPC advertising stats:

• About 65 percent (64.6 percent) of people click on Google Ads when they are looking to buy an item online. (WordStream)
• Seventy-five percent of people say paid search ads help them find the information they’re searching for on a website or search engine. And 33 percent click on a paid search ad because it directly answers their search query. (Clutch)
• The top three ad spots for a commercial query take 41 percent of the clicks on a page. (WordStream)
• Businesses generally make an average of $2 in revenue for every $1 they spend on Google Ads. (Google)

How Do I Do PPC?

Here are five major steps to consider in a PPC campaign.

1. Focus on the major PPC network providers.

Google is the leader in search advertising, though Bing may be more appropriate for certain demographics.

2. Aim for good PPC quality scores.

Google explains what goes into an advertiser’s quality score and why it matters:

Quality Score is an estimate of the quality of your ads, keywords, and landing pages. Higher quality ads can lead to lower prices and better ad positions.

3. Audit existing PPC campaigns.

Every business that is advertising can benefit from ongoing tune-ups. This can make accounts perform better and save tons of money.

Right now, it’s especially important to reevaluate your search ad strategies. Make sure that your geotargeting and other settings still apply and that your messaging fits with the current situation.

4. Monitor results.

Watch your PPC results. Make changes on an ongoing basis to enhance account performance.

5. Research new and emerging strategies.

Things are always changing in PPC. Stay on top of trends and opportunities for enhancements in your campaigns.

PPC management can be a full-time job that requires specific expertise. So businesses that are considering it should also consider hiring a consultant or agency.

Checklists from Google and others (like the one I’m about to share) can be overly simplified when it comes to the complexities of succeeding in PPC. However, in general, here are some of the steps in running a healthy PPC campaign:

1. Define your campaign strategy.
2. Perform keyword research and select the right keywords.
3. Create ad copy and messaging.
4. Create or identify landing pages on your site for the ad to take searchers to.
5. Implement campaign conversion tracking.
6. Submit ads to the networks for approval.
7. Establish and track PPC account settings.
8. Watch and adjust PPC bids for ROI.
9. Use the right PPC tools to optimize things like cost per acquisition.
10. Identify irrelevant keywords and add them to negative keyword lists to prevent wasted clicks.
11. Perform monthly analyses to identify performance trends.
12. Make changes based on performance trends.
13. Always test and optimize your ad copy.
14. Know which PPC keywords you’re ranking for organically. For example, if you already rank No. 1 for a keyword, you may want to put your limited PPC budget elsewhere.
15. Create and define audience lists (used in remarketing, for instance) for better targeting.
16. Do a competitive landscape analysis. Identify keywords you might bid on to ensure maximum impression share for your business.
17. (For ecommerce) Set up Google Shopping ad campaigns.

And above all: Focus on generating more-targeted, less costly, and converting traffic.

PPC: The Bottom Line

In sum, PPC is a form of online advertising in which advertisers pay each time a person clicks on their ad. Companies do pay-per-click advertising to drive sales, leads, traffic, brand awareness, and marketing campaign support.

PPC management can be a big job that requires the expertise of an agency or consultant to get the best results. But you can get a sense of what’s required by following the steps outlined in this article. It is complex and takes time to master so assume there is a serious investment besides the cost of the ads.

If you’d like to discuss how we can help you increase your targeted PPC traffic, conversions, and revenue, contact us for a no-obligation quote.

FAQ: How can I effectively leverage PPC advertising for my business?

Pay-Per-Click (PPC), or online advertising, has quickly become an effective strategy for businesses looking to increase their visibility and bring targeted visitors. When using PPC ads effectively it’s crucial that expertise meets innovation.

1. Understanding Your Goals:

Begin by defining clear objectives for your PPC campaigns. Are you looking to boost website traffic, increase sales, or generate leads? Your goals will shape your entire PPC strategy.

2. Budget Allocation:

Determine your PPC budget carefully. Allocate resources based on your objectives and the competitiveness of your industry. Remember, a well-distributed budget is crucial for sustained success.

3. Keyword Research:

Extensive keyword research is the cornerstone of a successful PPC campaign. Use tools like Google Keyword Planner to identify relevant keywords with high search volumes and low competition.

4. Compelling Ad Copy:

Craft persuasive ad copies that resonate with your target audience. Highlight unique selling points and include a compelling call-to-action (CTA) to drive clicks.

5. Landing Page Optimization:

Ensure that your landing pages align seamlessly with your ad copy. Optimize them for fast loading, mobile-friendliness, and user-friendliness.

6. Ad Extensions:

Utilize ad extensions like site links, callouts, and structured snippets to provide additional information and entice users to click on your ads.

7. A/B Testing:

Regularly conduct A/B tests to refine your ad copies, landing pages, and keywords. Continuously optimize your campaigns for better performance.

8. Quality Score Improvement:

Google assigns a Quality Score to your ads based on relevance and click-through rates. Aim for high-quality scores to lower your cost-per-click (CPC) and improve ad positioning.

9. Negative Keywords:

Identify and add negative keywords to your campaigns to prevent your ads from appearing in irrelevant searches, saving you money.

10. Monitor and Adjust:

Regularly monitor your campaign performance using analytics tools. Make data-driven adjustments to improve your ROI.

11. Competitor Analysis:

Keep an eye on your competitors’ PPC strategies. Learn from their successes and mistakes to stay ahead in the game.

12. Remarketing:

Implement remarketing campaigns to target users who have previously engaged with your site but didn’t convert.

13. Geographic Targeting:

If your business is location-specific, use geographic targeting to focus your ads on relevant regions.

14. Ad Schedule Optimization:

Identify peak times when your target audience is most active and schedule your ads accordingly.

15. Ad Placement Options:

Consider using both search and display networks to reach a broader audience.

16. Ad Rotation:

Experiment with different ad rotations to find the most effective ad variations.

17. Conversion Tracking:

Implement conversion tracking to measure the success of your campaigns accurately.

18. Stay Updated:

Stay informed about PPC industry trends and Google’s algorithm changes to adapt your strategy.

19. Seek Professional Help:

If PPC seems overwhelming, consider hiring a PPC expert or agency to manage your campaigns effectively.

20. Continuous Learning:

PPC is dynamic. Invest time in continuous learning and stay flexible to adapt to changing market conditions.

By following these steps, you can develop a robust PPC advertising strategy that not only drives traffic but also converts visitors into loyal customers. Remember, the world of PPC is ever-evolving, so keep experimenting and refining your approach for sustained business success.

The post What Is PPC? Why Should You Do PPC? How Do You Do It? appeared first on Bruce Clay, Inc..

As we continue to weather uncertain times, many businesses are reviewing their current advertising. Recent reports show search ad spending is down as much as $8 billion. Even Google slashed its marketing budget by 50% in the last week.

Not every industry is going to be impacted in the same way. Indeed, some sectors are seeing increased volume and performance.

Regardless, Google is rallying to help businesses affected, including $340 million in Google Ads credits for SMBs.

Right now, there is one thing that all industries have in common: the ability to use ads to their advantage. As I’ve outlined previously, now is not the time to completely stop marketing or advertising.

Even if you’re in a sector that is almost at a complete halt, you can use search ads to keep in touch, stay on top of mind, and drive conversions.

• Pivot your offerings
• Change your messaging
• Consider location targeting
• FAQ: What trends should I consider for location targeting in a changing location? 

1. Pivot Your Offerings

In response to current conditions, many businesses are pivoting their focus completely, or offering free or low-cost versions of their products and services.

For example, booze makers are turning to hand-sanitizing products amidst the shortage. Others are now offering free shipping.

Microsoft Advertising released insights and trends that include specific advice for certain industries. The auto industry, for example, should be focusing on deals and incentives right now.

Whatever it is that is changing with your business, you’re going to need to communicate it, and you can do that with search ads.

2. Change Your Messaging

Now is the time to revamp your messaging if you haven’t already. For many businesses, ads are on autopilot. But you need to make sure your messaging matches the current tone of the crisis.

For airlines and hotels, that may mean discussing future travel plans. For restaurants, you may want to highlight delivery and pick-up options, and how you are ensuring food safety.

For some, that means promoting top-of-the-funnel content in your search ads. This could include videos, podcasts, webinars, and other marketing initiatives. It might be as simple as driving ad traffic to landing pages with COVID-19-specific information.

And yes, you can use PPC for crisis communications. The manufacturers of Corona beer would have had the perfect opportunity to do so when people stopped buying Corona beer after the coronavirus outbreak.

So think about it. What key information do you need to disseminate when someone searches for your brand online right now? Use the search ads channel to your advantage as people are still searching online, albeit in different ways.

3. Consider Location Targeting

Make sure you think about how the current crisis will impact your location targeting now and in the future.

It’s no surprise that 20 percent of advertisers have decreased their local geotargeting as a result of COVID-19.

But what about the future? In a recent post, I talked about how the current crisis will change the way we live and search. And that can have huge implications for search advertising.

In the future, city centers may see a dramatic decrease in foot and car traffic, impacting local businesses. Local neighborhood businesses, on the other hand, have the potential to reign as a result of a new work-from-home economy.

For both categories of local businesses, a customer’s first touch point is likely to be a Google search (versus the normal kind of traffic that local businesses tend to see).

In conclusion, yes, we’re in uncertain times. But one thing we have control over is how we add value now and communicate that to our audience. Search ads are just one way we can show our audience we are still here.

Interested in helping manage your PPC search marketing? Contact us for a free consultation.

FAQ: What trends should I consider for location targeting in a changing landscape?

Location targeting has become a cornerstone of successful marketing campaigns. With consumer behavior and technology constantly evolving, it’s essential to stay ahead of the curve. Here, we’ll explore the key trends you should consider for location targeting in this changing landscape.

1. Hyper-Personalization is King

In a world inundated with marketing messages, hyper-personalization stands out. Leveraging user data, you can tailor your content and offers to individual preferences. This not only enhances customer engagement but also boosts conversion rates. Utilize advanced analytics tools to gather insights into consumer behavior, enabling you to create highly targeted campaigns.

2. Privacy Matters More than Ever

With increasing concerns about data privacy, it’s crucial to prioritize user consent and data security. Transparency in data collection and usage builds trust with your audience. Ensure compliance with data protection regulations like GDPR and CCPA to avoid hefty fines and maintain a positive brand reputation.

3. Geofencing for Precision Targeting

Geofencing allows you to draw virtual boundaries around specific geographic areas, triggering personalized content or offers when users enter or exit these zones. This trend is particularly valuable for local businesses seeking to attract nearby customers. Ensure your geofencing strategy aligns with your target audience’s movements.

4. AI and Machine Learning Integration

Artificial Intelligence (AI) and Machine Learning (ML) technologies can analyze vast datasets and provide real-time insights. Implement AI-driven algorithms to predict user behavior and automate decision-making processes, optimizing your location targeting efforts.

5. Augmented Reality (AR) Experiences

AR is gaining ground in location-based marketing. Brands are using AR to create interactive, immersive experiences for customers. By integrating AR elements into your campaigns, you can engage users in novel ways and leave a lasting impression.

The landscape of location targeting is ever-changing, but by staying informed about these trends, you can position your marketing efforts for success. Hyper-personalization, data privacy, geofencing, AI, and AR experiences are all pivotal aspects of this dynamic field. Embrace these trends, adapt your strategies, and watch your marketing campaigns thrive in the changing landscape.

Step-by-Step Procedure:

1. Begin by understanding the importance of location targeting in modern marketing.
2. Embrace hyper-personalization as a core strategy, utilizing advanced analytics for insights.
3. Prioritize user data privacy and comply with relevant data protection regulations.
4. Explore geofencing techniques to engage local audiences effectively.
5. Implement AI and ML technologies to optimize your location targeting efforts.
6. Consider integrating AR experiences into your campaigns for enhanced engagement.
7. Continuously monitor industry trends and adapt your strategies accordingly.

By following these steps, you can effectively leverage location targeting trends to stay competitive in the ever-evolving marketing landscape.

The post 3 Simple But Powerful Search Ads Strategies To Use Right Now appeared first on Bruce Clay, Inc..

All around the web are speculations regarding artificial intelligence (AI) and the future of our civilization. The idea that computers will take over the majority of jobs in the workplace today has become well accepted. Some careers will be destroyed, although many more will be born as a result.

From the great benefits to the potential risks to our species, some of our modern day economic titans have expressed their hopes and concerns. A few examples …

Warren Buffett stated that he believes AI will kill jobs but is ultimately good for society.

Elon Musk is attempting to morph nature and technology with his new idea for Neuralink, a company he is launching to merge man and machine

And Mark Cuban thinks that the world’s first trillionaire will be as a result of AI.

So what? How does this affect your day to day, or even your future?

What if I said that this future applies to PPC search engine marketing? We’re talking about the wave of SEM automation and the not-far-off day when search engine marketing runs itself.

In this article:

• PPC’s History
• Smart Automation Ramps Up in SEM
• Today’s Machine Learning Advances
• What’s Next for PPC?

PPC’s History

To understand the trajectory of SEM automation, let’s take a brief look at PPC history. GoTo.com (launched in 1997) successfully pioneered the pay-for-placement search marketing business model, which at the time was strictly based on pay-per-click.

The more a company was willing to spend per click, the higher its ad would appear in the sponsored ads section of the search engine results page. So the companies with more money to invest were able to gain an advantage.

Then Google launched AdWords and improved the previous business model.

Google incorporated good user experience into the judgment of placements on the search results pages and rewarded advertisers with lower CPCs and better positions. Advertisers with better quality ads and bigger budgets had an advantage.

Over the years, more improvements were introduced, giving advertisers more control over how their ads were displayed. This allowed for a more targeted approach that resulted in a lower CPA for them and better-targeted ads for their customers.

With more advertisers adding product after product to their advertising portfolios, managing thousands of campaigns, ad groups, keywords and bids became a real challenge for both agencies and business owners.

Smart Automation Ramps Up in SEM

With all of the bidding options offered by Google, it was difficult managing all of them efficiently.

So bid management tools were developed. As the industry grew, there were constantly new opportunities to improve an advertiser’s efficiency with their Return on Ad Spend (ROAS).

Since the opportunities were too many, machine learning bots were introduced to monitor, learn and run much of the bidding off of history, device, time of day, location, etc. We use the power of PPC automation tools to automate some of the common tedious and time-consuming tasks associated with data gathering and CPA optimization. Paid search campaigns are efficiently and automatically adjusted 48 times each day — far more than a human can manage alone.

Every day, the bots monitor and gather more information, allowing them to make better decisions. Each time a user conducts a search, it is a new opportunity for the bots to learn to become more efficient in maximizing profits and decrease an advertiser’s wasted spend.

Each account becomes a custom bidding portfolio, assuming it has been set up correctly. Over time and with data, the bots learn, increasing either click-through percentage or conversions while lowering CPAs/CPLs, depending on the client’s needs.

In time, the automation portion of web marketing increases alongside AI. An effective, streamlined marketing experience, a better user experience, and more profits for the search engines are the results.

We see news about machine learning technologies in the online advertising space every day. Platforms are being built and leveraged in this space more and more.

Today’s Machine Learning Advances

So, who is the real winner when every business gets to take advantage of machine learning? Everyone involved! Why?

Advertisers win because the bots optimize for their specific website and its audience, factoring in all traceable micro-moments in the process. There will always be competition for traffic and conversions, but since each site is slightly different, bots can optimize for that specific site and its audience.

If a site is winning conversions at a certain time of day with a certain set of keywords, then the competitors can also win, either with a slightly different set of keywords or at a slightly different time of day. Where two advertisers go head to head on a specific set of keywords at a specific time of day, account structure usually wins, as better structured accounts usually have a higher Quality Score.

Search engines win because a better user experience means more clicks, which results in more exposure and more revenue.

What’s Next for PPC?

Why isn’t all of this automated yet? Ideally, I believe we need to be living in a digital world where a non-tech-savvy small business owner has access to an SEO-optimized website generated by a smart bot.

The only work for the business owner would be to fill out a questionnaire with business and industry information, in order to guide the bot in the right direction.

Data and analysis by artificial intelligence should allow for an effective site to build itself, customizing and building for user experience.

Once the site is built and ready, the social media bots can begin the buzz to introduce the brand to the public.

Meanwhile, based on industry information gathered about the business and its competitors, an effectively built SEM account emerges, applying years of learning and best practices to begin and improve performance, to hit and exceed the client’s goals.

The bots will do it all, with the small business owner having zero knowledge of how the industry works. All he or she knows is that it works well and provides a positive return on investment, which is enough reason to increase budgets and ultimately profits.

The best part is that digital marketing applies to just about all industries, growing businesses time and again, industry after industry. So when will SEM run itself? In many ways, the transition is happening now.

And what does a business need to do to take advantage of the benefits provided when robots fine-tune and manage SEM?

Although we are on our way, I think it will still be a long time before the industry is efficiently automated. Until then, the business opportunities need to be captured through a competent search marketing agency. Especially one that utilizes nearly two decades of experience in building and scaling performance-driven client campaigns through experience and data.

Success is assessed through efficient client account growth, achieved in time through intelligence and effort. After 20-plus years helping shape this industry, we have built the talent and environment to start your efficient paid digital campaigns or scale them to the next level.

Are you ready to increase your digital profits? Contact us today.

The post How Close Are We to Search Engine Marketing Running Itself? appeared first on Bruce Clay, Inc..

That’s seven ads at the top of every page.

That’s where we’re headed with Google Home Service Ads.

Google Home Service Ads are Expanding

Google Home Service Ads are sponsored listings in the Google Local Pack. Here’s what they look like:

What Are Google Home Service Ads?

Google Home Service Ads beta-launched on July 30, 2015.

The invite-only program enabled plumbers and locksmiths in California’s Bay Area to become Google Guaranteed Service Providers and appear atop the newly “Sponsored” Local Pack.

Since then, the pilot program has expanded to San Diego and Sacramento and is now open to handymen, electricians and house cleaners, as well.

The program is slated to soon expand to Los Angeles.

Along with expanded locales, Home Service Ads expanded to mobile search results. As of Nov. 21, Google Home Service Ads can now show up on mobile search engine results pages, complete with service area maps.

Although Google Home Services Ads are still in beta, and you’ll only find them if you’re searching for locksmiths and plumbers in the Bay Area, Sacramento and San Diego, Google Home Service Ads are here and brands and businesses need to be aware.

Google Home Service Ads are only going to keep expanding.

If Sponsored Listings Aren’t Available for My Industry Do I Still Need to Pay Attention?

If you’re not a locksmith, plumber, house cleaner, handyman or electrician in the Bay Area, Sacramento or San Diego, do you need to be paying attention? Absolutely.

Paid inclusion is a reality and it’s only a matter of time before it rolls out to all local businesses. Google is in the business of making money. Therefore, it’s in Google’s best interest to monetize local listings across industries, nationwide.

Why Is Google Monetizing Local Listings?

If paying a “lead fee” to be ranked at the top of local listings, even with an ad designation, is not paid inclusion, then what is?

You pay — and you jump above the others.

Do not be fooled. This is a revenue opportunity for Google and it is expected to spread quickly.

As with PPC ads, you’ll get more keyword data using Google’s Home Service Ads.

The way things are headed, business owners will have no choice but to buy Home Service Ads.

Listen to this: SEO Jim Froling shared an eye-opening story in a thread on Local Search Forum about Home Service Ads.

One of Froling’s clients, a locksmith in Oceanside, California, was contacted by Google. The Google representative told the client that “his Google My Business listing was going away and that he would have no local visibility unless he signed on with Home Service Ads.”

Paid inclusion (aka Home Service Ads) will become the only chance local business have to appear in Local Packs.

How Long Until Google Home Services Roll Out to My Industry?

How soon before paid inclusion is a reality across all industries? Perhaps sooner than you’d think.  Remember when AMP (Accelerated Mobile Pages) was just for the publishing industry? AMP launched for news publishers on Oct. 7, 2015. Less than a year later, it was available to all sites in all industries.

Local Listings Have Never Been Organic

There’s been a common misconception that local listings were an organic space, and therefore would always be free from ads. But local listings are not an organic space, nor have they ever been.

Local listings have always been an opt-in opportunity, based on information provided by businesses.

Unlike organic search results, Google local listings were never based on public trust information or information gathered from the web – you don’t even have to have a website to have a local listing. It’s a Google-owned directory.

Paid inclusion has been in the cards for years. The expansion of Google Home Service Ads comes as no surprise to me. I’ve been doing SEO since 1996, and I share my annual digital marketing predictions every year.

Back in 2012, I wrote:

“Local results become a massive revenue source for the search engines. A local paid inclusion program develops where brick and mortar sites can get local result preferential listings for a reasonable monthly fee. Some engines will offer comprehensive call tracking and analytics for local paid inclusion programs.

Local Paid Inclusion will replace traditional SEO and PPC as the first traffic tactic. Premium listings in local results will immediately gain popularity as early adopters happily get traffic for a low fee in a matter of days. This will be the most significant traffic tactic in 2012. Everyone that has a local address will participate.”

Pay attention as Google Home Service Ads roll out across all local industries. You’re going to need to strengthen your local SEO strategy and possibly increase your local listings budget in Google’s increasingly pay-to-play ecosystem.

Let us help you drive and track traffic to your website with a local SEO and PPC strategy. BCI’s services are tailor-made to match your business goals and audience. Let’s talk more about growing revenue through digital marketing.

The post Why You Won’t Recognize Google Local Listings in a Year: Home Services Ads Explained by Bruce Clay appeared first on Bruce Clay, Inc..